Marta Felton
Perth,WA
Summary
A forward-thinking commercial leader who formulates and executes business-aligned strategies to drive revenue, market expansion, customer retention, stable partnership ecosystems, and efficient and productive sales operations. A dynamic career history spans sales, business development, and large-scale project management across various sectors including healthcare, onshore and offshore industrial development, education, and environmental markets.
Highly focused on evidence based, data driven decision making, with experience designing and presenting reports across business functions.
Curious with agile learning ability and comfort working with ambiguity
Enjoy fostering healthy organizational culture, where teammates lift one another up and learn from one another's from strengths and experiences.
Overview
17
17
years of professional experience
Work History
Commercial Director Americas
NatureMetrics
05.2023 - Current
- Recruited to lead and deliver commercial expansion for NatureMetrics into the North American market.
- Developed and implementing full 3 year Go-To-Market strategy for NatureMetrics across North America, aligning market capture opportunity with resources and commercially focused tactics to achieve revenue goals.
- Provide accurate sales forecasts and pipeline reports for monthly Board updates, using various data outputs and CRM tools to track progress.
- Lead, motivate, onboard, and manage a high-performing team of 6 sales professionals, 2 scientific leads, and over 10 indirect reports.
- Implement and maintain efficient processes for lead generation and opportunity management, optimizing sales conversion rates.
- Build and maintain strong relationships with key accounts and enterprise clients, negotiating high-value contracts and aligning commercial partnerships, resulting in long-term business success.
- Developed pricing strategies that balanced profit margins with competitive positioning, driving sustainable growth.
- Collaborate with cross-functional teams (including marketing, product development, operations, and customer service) to ensure a cohesive and comprehensive approach to market.
- Work closely with Marketing team to strengthen brand positioning with the development of targeted advertising campaigns and promotional materials for various sectors.
- Expanded market reach through effective networking at industry events and trade shows, establishing valuable connections.
- Develop and maintain annual budget based on historical data analysis and projected growth. objectives.
- Remain composed and highly professional in fast-paced and constantly changing environment, effectively handling challenging situations and difficult individuals to achieve objectives.
Head of Sales Canada and Mexico
INVITAE
01.2020 - 05.2023
- Responsible for approximately $8M P&L, covering broad portfolio of genetic tests and support services in Canada and Mexico
- Managed team of 7 sales professionals and clinical experts providing leadership and support to develop strategic regional plans and execute on commercial priorities
- Led change management operations for the international sales team during significant organizational re-structure, including change in business strategy and sales tactics, pricing increases, loss of product mix and service offerings, and company wide reduction of 1200 staff and exit from 90 countries
- Collaborated closely with Commercial Market Access, Sales Operations, Medical Affairs, Training and Customer Services teams to plan new product launches and drive adoption and expansion of Invitae offerings in Canada and Mexico, as well as APAC
- Established market intelligence analysis and provide advice to senior leadership on emerging business opportunities and collaboration opportunities
- Worke closely with Marketing and Communication leads to fine-tune messaging for Canada and Mexicof all levels in order to generate strategic insights, resolve implementation challenges and strengthen alignment
- Worked closely with Marketing and Communication leads to fine-tune messaging for Canada and Mexico
- Provided oversight and management of relationships with national biopharma partners and distributors to align sales efforts and develop strategic partnership models
- Produced regular cadence of reports across all verticals and partner with Head of International Sales to create quarterly and yearly forecasts
- Guided team performance, providing appropriate feedback and training
- Provided attention to administrative responsibilities including, monthly reports, expenses, forecasting, yearly reviews, database updates, opportunity details and other operational requirements.
Senior BD Manager / Genetics Product Specialist
SONIC HEALTHCARE
01.2019 - 08.2020
- Managed all hospital accounts and commercial portfolios across Western Australia, including management of 5 Business Development Managers in areas of strategic sales planning, relationship management, forecasting, pricing and profitability negotiations
- Designated COVID-19 Response Senior Manager, collaborating with executive team to develop and launch portfolio of COVID testing solutions for GPs, hospitals, and commercial clients and implement strategies for increased revenue under changing Department of Health regulations and guidelines
- Responsible for securing over $1.5 M AUD in 3 weeks and establishing ongoing partnerships with 47 national resource and mining groups
- Responsible for profitability and market penetration of Sonic Genetics in Western Australia. Achieved 19% growth, ~$5 million AUD, and developed most stable referral growth nationally YoY.
- Led direct sales and marketing activities, collaborating with all verticals to drive strategic growth initiatives and long term revenue streams
- Competent closing on business opportunities aligned with research, including partnering with ethics boards and scientific investigators to form proposals and coordinate operational activities.
- Collaborated with internal clinical teams and national KOLs to develop framework, implementation plans, and educational support required for launch of genetic tests and services.
Manager Health Solutions
DYNACARE
06.2017 - 12.2018
- Managed multifaceted laboratory solutions that leveraged all of Dynacare’s assets and deepened the company’s relationships with hospitals and large health institutions across Canada
- Managed cross functional team including 2 national account managers, 3 project managers, and 2 logistic leads
- Team achieved 112% sales growth in 2018
- Negotiated agreements for reference testing and medical services for hospitals and private medical clinics, developing strong relationships with procurement, laboratory staff, medical leadership and executive teams within hospitals
- Responded to and influenced requests for proposals (RFPs) for health regions, including preparing competitive pricing models, testing options, transportation services, IT infrastructure, and facilitating on-boarding logistics and customer service protocols
Interim Manager, Industry Customer Management
EDITH COWAN UNIVERSITY
01.2016 - 05.2017
- Recruited by Deputy Vice Chancellor of Strategic Partnerships to manage a university-wide initiative aimed at transforming the ways in which the organization collaborates with business partners and significantly advances the approach and relationships with students, research partners and employers of graduates.
- Led and executed multiple strategic commercial initiatives for the School of Medical and Health Sciences, the Digital Marketing Team, and Strategic Partnerships.
Team Lead
CANCER CARE ONTARIO
05.2013 - 06.2015
- Led the Provincial Projects Division to implement Provincial Cancer Screening Correspondence Campaigns for Ontario’s 3 cancer screening programs (breast, cervical, colorectal)
- Tasked with managing aggressive deployment schedules for this large scale, provincial initiative that involved distribution of over 5 million letter campaigns to patients and physicians across Ontario
- Led cross functional project team of over 30 people in 7 departments to successfully launch the first piece of correspondence within 4 months in role as Team Lead
Director, Client Services
RXMEDIA HEALTHCARE COMMUNICATION
11.2010 - 04.2013
Diagnostic Healthcare Consultant
CML HEALTHCARE INC,
05.2008 - 11.2010
Medical Account Manager
PROCTER & GAMBLE PHARMACEUTICALS
11.2006 - 05.2008
Education
Leadership Excellence -
DISNEY INSTITUTE
Toronto, Ontario05.2014
Accreditation -
COUNCIL FOR CONTINUING PHARMACEUTICAL EDUCATION
Toronto, Ontario01.2007
Honours Bachelor of Biology -
YORK UNIVERSITY
Toronto, Ontario06.2006
Certificate in Environmental Landscape Design -
YORK UNIVERSITY
Toronto, Ontario06.2006
Skills
Startups & Multinational Leadership
Direct Sales & Market Expansion
P&L Management and Forecasting
Contract Negotiations
Strategy Development and Execution
Partner Relations and Stakeholder Engagement
Project Management
Transformations & Change Management
Cross-Functional Team Leadership and Communication
Managing Budgets
High Performing Team Engagement
Languages
English
Native or Bilingual
Polish
Professional Working
Ukrainian
Limited Working
Timeline
Commercial Director Americas
NatureMetrics
05.2023 - Current
Head of Sales Canada and Mexico
INVITAE
01.2020 - 05.2023
Senior BD Manager / Genetics Product Specialist
SONIC HEALTHCARE
01.2019 - 08.2020
Manager Health Solutions
DYNACARE
06.2017 - 12.2018
Interim Manager, Industry Customer Management
EDITH COWAN UNIVERSITY
01.2016 - 05.2017
Team Lead
CANCER CARE ONTARIO
05.2013 - 06.2015
Director, Client Services
RXMEDIA HEALTHCARE COMMUNICATION
11.2010 - 04.2013
Diagnostic Healthcare Consultant
CML HEALTHCARE INC,
05.2008 - 11.2010
Medical Account Manager
PROCTER & GAMBLE PHARMACEUTICALS
11.2006 - 05.2008
Leadership Excellence -
DISNEY INSTITUTE
Accreditation -
COUNCIL FOR CONTINUING PHARMACEUTICAL EDUCATION
Honours Bachelor of Biology -
YORK UNIVERSITY
Certificate in Environmental Landscape Design -
YORK UNIVERSITY
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